Google’s Secret CPM Ad Network

Darren Rowse points to a post by John Chow that reveals details of an ad network that Google uses for Fortune 1000 companies.

The Google Display Advertising Network was created so Google can go after Fortune 1000 companies, which buy advertising to build a brand more than to sell a product…The goal being to sell these big companies display and video ads at a very high CPM â€“ unlike the AdSense network, the display network is 100% CPM based.

I recall hearing rumors – or maybe just speculating myself – that this network existed, but it’s interesting that Google is breaking with the tried and trusted CPC model. I wonder if John Battelle is aware that Google is not content with the “milk” of advertising (CPC) and is now going after the “cream” (CPM) – John’s analogy, not mine.

So how do you join the Google Display Advertising Network? Er, you don’t – they select you.

Google wonâ€™t even acknowledge it exists. You wonâ€™t find anything written about it in any of Googleâ€™s web properties. The only way to get into the display network is if Google invites you, which is how I found out about it.

I’ve heard this myth for years, but I work in the Interactive space and have never heard of such a thing. We use networks and if there was a Google CPM network, I’m sure we would have heard of it. We usually use ValueClick Media, Viralytics Media and the Tribal Fusion networks with varied success.